Cash Loans “I live for today “

The innovation of this project lies in developing a digital platform allowing the readers to share their answers to the questions: What is your biggest regret? What do you wish for?

Innovation presentation

In the extremely competitive banking market, in both the business and communications segments, almost all banks focus on the cash loans subcategory, trying to position their loans as quick, simple and ‘no-sweat’ client solutions.

Zagrebačka banka opted for a different approach. We wanted to motivate people to think about and share the things they have never done in their lives. We don’t want you to wake up one day regretting lost opportunities. We want to help you realize them. With that in mind, we conducted a ‘social experiment’ by installing a board for the passers-by at the Zagreb Central Station. In cooperation with the 24sata daily, the readers were given an opportunity to use a digital platform to write down their unrealized wishes, share them with their friends on social networks as well as see other people’s regrets.

Through this campaign, i.e. activation of the digital board, ZABA wanted to send a message to the respondents that it can help them make their wishes, whatever they may be, come true. The platform further provided a link to zaba.hr, where the respondents could find information on how to make their wishes come true with cash loans offered by ZABA.

The results are excellent:

During ATL cash loan campaign - increase of volume by 4% (yoy)

March sales represents the highest cash loan sales result in one month since April 2008.

Communication results

Ad quality: top position

Ad liking: top position

Brand lift

Clear&transparent communication - Brand lift 55%

Would contract cash loan in this bank – 45%

Structures that contributed are: Marketing and Sales, Digital Unit, Legal and Compliance, and our marketing agency REAL GRUPA.

Uniqueness of the project

All citizens of Croatia, regardless of being Zagrebacka banka clients, were invited to participate in the campaign. Finally, someone heard them, gave them a chance to write the wish down and gave them a opportunity how can their wish come true.